v3 API Blank Custom Fields using JSON Payload

When using the "Import Contacts using a JSON Payload" option, our Custom Fields are not being carried over to the Contact List. All other fields are being uploaded as expected (first name, last name, email, etc.), just not the Custom Fields. Both Custom Fields had already been created prior to using the JSON bulk upload. Below is an example of a current contact entry from the bulk upload:

  {
        "first_name":  "Joe",
        "last_name":  "Smith",
        "email":  "[email protected]",
        "cf:Location":  "Main Street",
        "cf:EmployeeType":  "Staff"
    },

Is there something that I'm missing regarding the formatting of the Custom Fields in the JSON payload? Please let me know if there's any other information I could provide that would be helpful.

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